In today's turbulent business environment, customer retention presents a significant
challenge for many service companies. Academics have generated a large body of research …

Relational selling is at a crossroads: Some trends undermine salespeople's ability to build
strong relationships (e-commerce, buying norms), but others emphasize the importance of …

In the emerging retail market, e-tailers operating in develo** economies have to cope with
the rapid use of the Internet, new electronic purchasing methods and online selling …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

Marketers are adopting increasingly sophisticated ways to engage with customers
throughout their journeys. We extend prior perspectives on the customer journey by …

One of the most important tasks in marketing is to create and communicate value to
customers to drive their satisfaction, loyalty, and profitability. In this study, the authors …

The authors highlight the need for and develop a framework for engagement by reviewing
the relevant literature and analyzing popular-press articles. They discuss the definitions of …

CRM has traditionally referred to a company managing relationships with customers. The
rise of social media, which has connected and empowered customers, challenges this …

Retailers are dynamic in nature, and their strategies keep evolving with changing scenarios
and availability of new technologies. In the current scenario, there is a need for a …

D irección de marketing es el libro líder en la enseñanza de marketing porque su contenido
y su organización reflejan de forma sistemática los cambios en la teoría y la práctica de esta …